The Leisure Media Company Ltd
The Leisure Media Company Ltd
The Leisure Media Company Ltd
Leisure Opportunities
Job search
Job Search
see all jobs
Latest job opportunities
Everyone Active
Competitive rates of pay
South Oxhey Leisure Centre, Watford
Active Luton
£30,027pa + non-contrib pension + benefits
Stockwood Park, Luton
Harrow School
£29,500pa + pension + benefits
Harrow, London
star job
Redbridge Sports & Leisure
on request
Barkingside, Essex
University of Brighton
£23,144 to £25,138pa
Brighton, East Sussex

Pure Gym blasts into the US with cluster of clubs in Washington DC

Pure Gym has launched in the US as it accelerates global expansion
Three clubs have opened in Washington DC
The company is trading as Pure Fitness, a name expected to be more resonant with US consumers
Pure Fitness is seeking franchise partners for US expansion
Job opportunities
University of Brighton
£23,144 to £25,138pa
location: Brighton, East Sussex, United Kingdom
more jobs

Pure Gym has launched in the US under the brand Pure Fitness, with the first three locations having opened in the Washington DC area as part of a cluster rollout.

Pure Fitness clubs will operate as part of the Pure Gym Group alongside sister brands Fitness World in Denmark and Swiss-based Basefit.

Wider US expansion is expected if the concept plays well with US consumers.

Speaking exclusively to HCM, Francine Davis, chief strategy officer at Pure Gym, said: “The US fitness market is one of the world’s largest. Our first priority is to open an initial portfolio of clubs and assess their locations. Pending their success, we have ambitious plans to develop many more sites across the US.”

Washington DC was chosen for the launch after the company considered the top 30 metro markets in the US.

“Our analysis highlighted the Washington DC region as one of the strongest in terms of economic strength, competitive landscape, good demographics and high propensity to take part in fitness,” Davis said. The clubs are located at Tysons Corner, Elkridge and Springfield.

Pure Fitness will offer low-budget memberships at US$9.99 per month with a US$1 joining fee following the flexible, contract-free model that has proven successful in the UK and Europe.

The company is banking on its app – which includes 24/7 digital classes and was named Health and Fitness app of the year at 2021’s UK App Awards – to support the growth of a robust membership base.

“We’re filling the gap in the market for high-quality, technology-enabled gyms with an app to help members choose the best time to visit the gym, provide contactless entry with a QR scanner and a library of 400-plus on-demand workouts,” said Davis. “We’re really excited to have launched in the US and think there’s the potential for us to open a significant number of gyms over the next few years.”

Pure Fitness is now looking for “well-capitalised franchise partners” to get involved in its US rollout. “The Pure Gym Group now has a presence in five markets, and we hope to continue our expansion in the years ahead,” said Davis.

In 2020 Pure Gym took its budget concept to Saudi Arabia, under the brand Pure Gym KSA, as part of a franchise partnership with Ektimal. Around 40 clubs are planned for major cities by the end of 2025, with the first having already opened in Riyadh.

The company currently has more than 500 clubs and over 1.7 million members across its three brands, in the five countries.

Footnotes

Back in December 2021 HCM reported that Pure Gym had scrapped plans for an IPO, opting instead to raise £300m through an equity deal with investment firm, KKR, to reduce debts accrued during the COVID-19 pandemic. The company’s capital has been used to grow Pure Gym’s existing markets and springboard into new ones.

Pure Gym's global expansion plans previously included investment in the Polish health and fitness market, however, the company closed these operations during the height of the pandemic, with the clubs being acquired by corporate wellness operator, Benefit Systems.

Sign up for FREE ezines, news alerts & magazines
Pure Gym has launched in the US under the brand Pure Fitness, with the first three locations having opened in the Washington DC area as part of a cluster rollout.
TEC,HAF,FIT,IND,PTS,PRO,PHR
2022/THUMB349249_512169_34387.jpg

More News

1 - 15 of 67,948
30 May 2024
In the latest edition of HCM magazine, Mark Tweedie talks about his hopes for the health and fitness and physical activity sector, which he believes ... More
30 May 2024
The Active Czech Foundation hosted its first annual Active Czech Conference earlier this month, in Prague, conducted in both Czech and English. The conference was ... More
30 May 2024
Planet Fitness is refinancing and taking on securitised debt under its existing securitised financing facility. At the end of March, the company had around US$2 ... More
30 May 2024
Developer Rockwell Island Development Group (RIDGE) has appointed five-star, global hospitality brand Banyan Tree to manage its new luxury island retreat in Bimini in the ... More
29 May 2024
The European Court of Human Rights has recognised Italy’s claim to a prized Greek antiquity. The statue of the Victorious Youth, also known as Atleta ... More
29 May 2024
The US health and fitness industry is worth US$22.4 billion to the nation’s economy, according to research commissioned by the Health and Fitness Association (formerly ... More
29 May 2024
Reservations are now open for Mandarin Oriental’s second London hotel, Mandarin Oriental Mayfair, set to open on 3 June. The luxury establishment will feature 50 ... More
28 May 2024
The Global Wellness Institute (GWI) has published the fourth edition of the Guide to Hydrothermal Spa & Wellness Development Standards The 230-page guide, developed in ... More
28 May 2024
New research shows that following social media health influencers motivates young people to exercise more vigorously and eat more fruit and vegetables, but their mental ... More
25 May 2024
The JD Gyms Group has completed a deal to acquire Simply Gym from Bay Leisure. The deal comprises four gyms: one in Greater London and ... More
24 May 2024
Women’s health specialist, The Well HQ, has secured 'sweat equity' backing from Priya Oberoi, founder of venture capitalists, Goddess Gaia Ventures, who will take on ... More
25 May 2024
Merlin Entertainments has launched its new Hyperia rollercoaster at Thorpe Park to celebrate its 45th year. The ride is billed as the UK's tallest, fastest ... More
24 May 2024
Peloton has secured a critical US$1bn five-year loan to shore up its finances. The loan has repayment terms which are 600 basis points over the ... More
24 May 2024
Five-star Scottish countryside retreat Mar Hall Hotel, Golf & Spa Resort in Bishopton has lifted the curtain on its newly refurbished spa and leisure suite. ... More
24 May 2024
Evian Spa, the spa and wellness brand inspired by the premium mineral water brand, has arrived in Doha, marking its inaugural Middle Eastern location and ... More
1 - 15 of 67,948
The Leisure Media Company Ltd
The Leisure Media Company Ltd